if you use it in bake products t gives you the nice brown glow when you're baking something. everyone thinks it's addictive. the question here being raised in global affairs is -- by the way, this study was done in the united states and california and oxford. so in england, so it reached across and looked at a cross section of different societies. looked at countries around the world, 43 countries. 20% increase in diabetes in countries that were very high in high fructose corn syrup. some countries don't use that at all. other countries like the united states, it's huge. we use it in sodapop, practically everything. the concern here, is that the reason we have such a high rate of diabetes? >> heather: how can they attribute that solely to the increased use of fructose? >> that's the million dollars question, 'cause critics are saying, wait a minute. you didn't prove anything. malaysia has a higher rate of diabetes than the united states and doesn't use the stuff at all. i'm glad we're bringing this up because the question is, are these chemicals me tabbized differently? what